Leite Moça is celebrating is 100^th year in Brazil. The household favourite brand is known for its sweetened condensed milk, chocolate, baking ingredients, ice cream, cookies and cereal. In Brazil, its sweetened condensed milk is the standout and the brand using the space on its cans that is usually reserved for the iconic milkmaid to tell the sweet stories of six Brazilian women.

The initiative is part of the campaign, 100 Years of Leite Moça. Everything that can go right will go right.Real women who helped build the brand will be the new protagonists for Leite Moça. They are Dona Sônia, Bia, Gabriela, Angela, Tia Bena and Terezinha with her daughter Amanda. The special edition cans are illustrated by Débora Islas.

Credits

Client: Nestlé
Client Team: Beatrice Fasquel, Caio Queiroz, Frank Pflaumer, Rafael Nadale, Natalia Goivinho, Samara Ferrara & Keila Broedel

Agency: FCB Brasil
Agency Team: André Mezzomo, Amanda Fonseca, Anna Martha, Bibiana Saldanha, Bruna Pastorini, Carolina Andrade, Catarina Fortes, Daniel Rodrigues, Deborah Vasques, Elton Longhi, Fabio Freitas, Fabio Simões, Fabiola Toschi, Fernanda Geraldini, Jaqueline Camargo, Julia Poloni, Julia Teodoro, Juscelino Vieira Lima, João Lacerda, Luiza Sá, Paulo Moraes, Pedro Quintão, Pedro Lazzuri, Rafael Martins, Ricardo John, Renata d’Avila, Renata Reigota, Talitha Cardozo, Thea Rodrigues & Vinnicius Vespoli

Illustration: X Crew
Illustrator: Débora Islas
Client Services: Ana Bandarra

[Cover image: Bia]